Market Landscape and Competitive Analysis of ELL Institutions in China

Market Landscape and Competitive Analysis of ELL Institutions in China

Client Context

Our client acquired a minority interest in a chain of retail English Language Learning institutes with significant market presence in Tier 1 cities in China. As they considered an option to expand their shareholding in this business, they needed an understanding of the market landscape and growth potential for store-front style ELT institutes within Tier 2 and Tier 3 cities.

Our Approach

We tailored the study into two phases:  

Phase 1: Market Overview and Growth of the English Language Learning market in China, focusing on market size, key players, growth trends and drivers, and market segmentation variables. 

Phase 2: Deep-Dive on Key Players, with in-depth profiles of three ELL competitors in the market.

We analyzed each competitor on multiple parameters:

  • Their major products, programs, and service offerings 
  • Key financial information, including a revenue model and forecast 
  • An analysis of each competitor's major customer segments 
  • The pricing structure and strategy of the competitors 
  • Their revenue growth and go-to-market strategy


We provided evidence-based insight into trends in the market, as well as a deeper understanding of leading ELL competitors’ strategies for expansion into lower-tier Chinese cities. Our client utilized these insights in their internal discussions on future strategy, including whether or not expanding their stake in the portfolio company was in line with their overall objectives and ROI expectations.

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